Citrine - A journey from design studio to Oprah’s “Favorite Things” list.
Crafting a premium in-house lifestyle brand loved by Oprah
The Challenge
We aimed to create a premium in-house brand that would expand our presence in the boutique home and lifestyle space. The goal was to develop a line that felt artisanal yet elevated, something that could sit confidently on the shelves of high-end retailers while also resonating with modern DTC shoppers seeking meaning, craft and design integrity.
The Concept
Citrine was developed around the idea of “organic elegance”. A brand inspired by global design, California living, and a refined, intentional aesthetic. Our vision was to create tactile, thoughtful pieces that merge bohemian warmth with functional form. In other words, our own means of storytelling through craftsmanship and curated living.
The Creation
Designed entirely in-house, Citrine’s collections span home décor, tabletop and holiday. Each item was developed in close collaboration with skilled artisans and guided by a thoughtful design ethos. We experimented with a variety of materials to bring the brand’s vision to life, pairing natural textures with refined finishes. From material selection and natural color palettes to packaging, photography and styling, every brand touchpoint was painstakingly crafted to reflect a grounded yet elevated identity.
Commercialization
We launched Citrine through a multi-channel strategy, combining wholesale trade show appearances with a dedicated DTC storefront. Strategic placement in high-end boutiques and specialty retailers, including Uncommon Goods, FabFitFun, Waldorf Astoria Resort, Treasury Wine Estates and Sterling Vineyards helped establish credibility, while the DTC channel allowed us to speak directly to our audience. A defining moment came in 2022, when Citrine was featured in Oprah’s Favorite Things, an endorsement that boosted visibility, increased demand and positioned the brand as a premium, giftable lifestyle name.
Our Citrine Monterey Prep Bowls were the specific items featured in Oprah’s Favorite Things 2022. These gorgeous nesting bowls were described as “well-crafted, and the neutral color will go in any kitchen. They even come with a handy spout to make pouring pancake batter (or anything else) easy to do without drips or spills.” Does a testimonial get much better than that?
